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Lead validation is the process by which sales leads generated by Internet marketing campaigns are separated from other types of conversions. Lead validation is crucial for effective Internet marketing management; without it, companies can neither accurately evaluate the results of, nor efficiently improve, their SEO, PPC, display advertising, email, content marketing and social media campaigns. Not All Conversions Are Leads Many systems used to track the results of lead generation Internet marketing campaigns are able to track conversions, but are not able to distinguish qualitative differences among those conversions. For example, a PPC campaign’s tracking system might report 50 forms were submitted from a given landing page in a given month, but the tracking system will not report how many of those 50 form submissions were actual sales leads. (Based on a study released in 2015 ), actual sales leads, on average across several types of Internet marketing campaigns, represent less than 50% of total conversions. Other types of conversions include spam, sales solicitations and customer service inquiries. Dangers of Ignoring Lead Validation Over investing in marginally effective campaigns. If a company fails to distinguish sales leads from other types of conversions through the process of lead validation, it will significantly overestimate the effectiveness of its campaigns, which often leads to further investment in marketing campaigns that are thought to be working, but in reality are not. Difficulty in making potentially effective campaigns successful Failing to validate leads also limits the ability of Internet marketing specialists to improve campaigns on a tactical level. For example, in a PPC campaign, if keyword group “A” produces 100 conversions and keyword group “B” produces 50 conversions, more emphasis will be place on the former group. However, if lead validation is added to the process, it may reveal that group “A” produced 20 sales leads, and group “B” produced 30 — in which case more emphasis would properly be given to the latter group. ==Definitions== Three other terms are particularly important to any discussion of lead validation: * Conversion. A conversion (also referred to as an inquiry) is a response to an Internet marketing campaign, such as an online form being submitted, content being downloaded, or a phone call being placed. It is important to note that a conversion is not the same as a sales lead. A conversion could be a prospect inquiring about a company’s products or services — but it could also be a customer lodging a complaint, a sales solicitation or some other non-sales related communication. * Conversion Rate. The conversion rate of an Internet marketing campaign is the number of website visitors who complete a desired action, divided by the total number of visitors. For example, if 10,000 visitors come to a PPC landing page and 500 submit the page’s inquiry form, the conversion rate is 5 percent. * Validated Conversion Rate. The validated conversion rate is the net conversion rate after the lead validation process has removed non-sales lead inquires. So, returning to the example above (see Conversion Rate), if 10,000 visitors come to a PPC landing page, 500 submit the page’s inquiry form, and 300 of those are true sales leads, the validated conversion rate of the campaign is 3 percent. In the examples cited above, the importance of lead validation becomes clear: Without lead validation, the PPC advertiser will assume it has received 200 leads (500 inquiries versus 300 validated leads) that do not, in fact, exist. This serious flaw in analytics causes several marketing- and business-related problems. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Lead validation」の詳細全文を読む スポンサード リンク
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